How marketers can use AI to get better results
30 second summary:
- AI has become mainstream in a wide variety of industries, and marketing is no different
- There are many ways marketers can use AI to get better results
- In this post, we're going to take a look at four simple, yet effective ways you can get started with AI to accelerate your marketing efforts and improve the customer experience
Think how Artificial Intelligence (AI) is already contributing to your daily life – those smart answers in Gmail, movie recommendations on Netflix, music recommendations on Spotify, your smart voice assistant, etc. AI is becoming an increasingly important part of many industries and has a wide variety of use cases, particularly in marketing. Over the years, businesses large and small have started using AI at some level to improve their products, website, and customer experience. Actually, according to AdobeTop-performing companies are more than twice as likely to use AI for marketing as their peers (28% versus 12%). So AI is definitely more than a marketing buzzword, and it's a train that you should definitely jump on.
There are several other use cases of AI in marketing. But here's how you can use AI right away for better results.
Improve customer service with chatbots
Chatbots aren't new. You can find them on many company websites, and the most effective ones are powered by AI.
Most customers today do not have the patience to wait for help by phone or email. An AI powered chatbot is a great customer service tool that enables customer self-service by providing instant answers to your customers' frequently asked questions so they don't have to wait for an email / phone call to fill out a form have to. or submit support tickets.
Chatbots are available 24/7 and immune to the frustrations that can be caused by angry customers. They minimize delays and errors in customer service and can lead visitors to different parts of your website. This allows you to automate tedious aspects of customer service and focus on tasks that move prospects lower down the funnel.
However, smart chatbots are not just limited to interactions with customer service, they can also proactively provide personalized marketing. For example, Sephora's Kik bot is proactively opened with a short quiz to learn more about the potential client's makeup preferences.
For people who want to learn more about a specific product, Kik has a dialog box with several crazy options.
As the example from Sephora shows, chatbots with AI support can help with TOFU (top-of-the-funnel) marketing. Looking at the B2B space, AI bots are digging deeper into the funnel by also helping lead conversion. Exceed.ai developed an AI sales assistant that independently engages potential customers in one-to-one conversations via email, chat, and SMS to qualify them for a sales call with a human sales rep.
Businesses spend a fortune on lead generation, and those leads are often buried in CRM because SDRs and salespeople simply don't have the bandwidth to track them. Having an AI assistant doing all of the nursing and lead qualifications for you can add incredible value to companies dealing with leads by the hundreds and thousands.
Improve site search
Intuitive navigation is essential for any modern corporate website, and a working search bar plays a big role in this. Many visitors have a specific intent when landing on your website and they would use website search to quickly navigate to that particular content or product.
A successful search experience leads to a better customer experience and creates a good brand impression with visitors.
Traditional search, also known as lexical search, doesn't go beyond literal matches of query terms (or their variants) and doesn't understand the intent behind the query. Visitors who are human often make typos or don't know exactly the words for what they want, which means they won't get relevant results using a lexical search engine.
With AI-supported semantic searchYour search engine can determine the intent and context of the search query, thereby improving the accuracy of the results it provides. And if, for example, the products are unavailable or out of stock, the engine can recommend highly relevant available products or content to engage these visitors and convert them into leads.
Optimize PPC advertising campaigns
Often times, marketers have difficulty determining where and when to run ads, and can struggle with figuring out the types of content and keywords that are best suited to the goals of the campaign.
AI helps find audiences and competitors, spot keyword opportunities, create streamlined headings, smart bidding, and best of all – AI can even write your copy of your ad for you.
For example, Broca is an AI-powered platform that enables marketers to create ad copies. It is constantly analyzing your ads and generating new ad variants so you don't have to manually write an ad copy.
Imagine the time and effort you can save if you don't have to create keyword-optimized ad copies yourself.
Personalize the on-site experience
31% of consumers want their shopping experience to be more personal than it is now. AI enables predictive personalization where you can automatically deliver dynamic on-site experiences and product recommendations that are most likely to appeal to individual cohorts.
Look at Amazon. The AI-powered product recommendation engine uses data from purchase and browsing history, as well as related and regularly purchased items, to create a personalized list of products that consumers are more likely to be interested in. Amazon's recommendation engine is responsible for this 35% of the company's turnover.
On-site personalization also extends to content. With a AI recommendation toolYou can show different content to different visitors based on their personal preferences and behaviors. This will improve the on-site experience and thus encourage engagement.
Put simply, every day you put off using AI-powered solutions for your marketing efforts, you are falling behind your competitors. It's time you looked into AI-powered marketing tools.
From providing instant customer service and personalized recommendations, to improving website search, and optimizing your Google ads, there is a lot you can do with AI to improve customer experience and conversions.
Hazel Raoult is a freelance marketing writer working with PRmention.